Goop’s Trademark on the "Vagina-Scented Candle": The Story Behind a Bold Branding Move

1. Overview of the Case

In 2020, Gwyneth Paltrow's lifestyle brand Goop lit the marketing world on fire with the release of an eyebrow-raising product: a candle with the cheeky label, “This Smells Like My Vagina.” The unconventional name, intended as both humor and cultural statement, was as much a part of the candle's appeal as its scent. Almost overnight, the candle went from an insider joke to a viral sensation, drawing attention from fans, critics, and comedians alike. Despite its premium price, the candle quickly sold out and continued to be in demand.

At the heart of this product’s popularity was Goop’s signature strategy: challenging mainstream wellness norms and breaking taboos. The candle was never just about the scent; it was a bold declaration that wellness and self-care could go beyond relaxation to encompass personal empowerment, humor, and even shock value. The “vagina-scented” candle successfully carved a unique space for Goop, but it also invited imitators. Copycats quickly began flooding the market, each riffing on the provocative name with a slightly different twist. Recognizing the threat to its distinct branding, Goop responded by filing a trademark application for its now-iconic candle name, aiming to secure the brand’s association with this bold move.

2. The Unlikely Journey to Trademarking "This Smells Like My Vagina"

Goop’s attempt to trademark “This Smells Like My Vagina” wasn’t as straightforward as it might sound. Trademarking unusual and provocative product names has its challenges, especially when dealing with terms that blend humor, personal reference, and cultural implications.

• The Challenge of Distinctiveness: Unlike a simple brand name, Goop’s candle name is a full phrase—a characteristic that complicates traditional trademark applications. Most trademarks cover unique names, logos, or symbols, but Goop’s candle required proving that the entire phrase was distinctive enough to be exclusively associated with Goop. Additionally, because the candle’s name references body-related terminology, there were free speech concerns. Trademarking a phrase about “vagina” brought Goop into an unusual legal gray area, where wellness, humor, and branding intersected with public perceptions.

• Parody and Satire: As soon as Goop’s candle gained popularity, the humor behind its name opened the door for parodies. Other brands began launching similarly styled candles, from “This Smells Like My Balls” to more euphemistic spins that hinted at Goop’s original without directly copying it. Legally, these companies could claim parody protection, positioning their products as humorous interpretations. The ease with which competitors adapted Goop’s formula highlighted just how difficult it is to keep ownership over a joke, especially in the fast-paced world of online retail.

• Broad Market Appeal vs. Product Category: While a name like “This Smells Like My Vagina” stands out in the candle world, candles as a product category typically rely on scent and packaging rather than distinctive names. This meant Goop’s legal team needed to emphasize how their product's unique branding had come to symbolize Goop itself, rather than just being another candle in the wellness aisle.

3. The Copycat Problem: Goop’s Response

In the months following the release, Goop's iconic candle name sparked a movement of imitations. The candle was no longer just a scent—it was a meme, a social media trend, and an unexpected symbol of unfiltered branding. Competitors latched onto the candle’s novelty, and names like "This Smells Like My Penis" or other comical body-related candles began popping up in various online stores. These imitators weren’t necessarily intended to rival Goop’s candle in quality, but they were clearly designed to cash in on its viral success.

To protect its branding, Goop moved quickly to file a trademark application in July 2020, officially registering it in January 2021. With the trademark in place, Goop could now more readily prevent copycats from diluting their brand by using similar names. But Goop’s path to protection was still not easy. Competitors pushed back, often citing parody or fair use, two defenses frequently protected under free speech. For Goop, this was a delicate balancing act—pushing to protect their brand without encroaching on creative freedom or humor.

4. How a Candle Became a Cultural Icon

This candle became more than just a product on Goop’s site; it grew into a social and cultural statement that blended feminism, humor, and wellness into one item. For Goop, the candle represented the brand’s mission to shake up the wellness space by challenging conventions and sparking conversations on topics typically left out of the mainstream. And for consumers, it became a playful way to embrace taboo subjects, a conversation piece that doubled as a quirky take on self-expression.

The candle’s success shows how today’s wellness consumers are eager to embrace the unconventional. Goop wasn’t selling a fragrance alone; it was selling an attitude. And as the product took off, it encouraged others to think about wellness, humor, and personal empowerment in new ways. People displayed the candle proudly or gifted it as a laugh, and in a way, each candle became a piece of Goop’s broader cultural legacy.

5. Looking to the Future: What Goop’s Candle Means for the Market

The Goop candle’s rise to fame is emblematic of the growing willingness of wellness and lifestyle brands to take bold risks. What Goop accomplished with its “vagina-scented” candle could pave the way for other companies to explore and push boundaries of branding, language, and product concepts.

For brands, this case shows that powerful branding is about more than what’s in the box. Goop’s success here points to a new kind of consumer culture, one where humor and authenticity reign, and where brands that invite people to have fun with self-care and wellness might just be onto something big.

In essence, Goop’s candle is more than a fragrance—it's a landmark for brands willing to blend boldness, humor, and cultural relevance in an increasingly adventurous market. Whether Goop’s candle will retain its unique position in the market remains to be seen, but it has undoubtedly already made its mark on the industry.

FAQs About Goop’s “Vagina-Scented” Candle Trademark Case

Q1: What inspired Goop to create a “vagina-scented” candle?

Goop’s “This Smells Like My Vagina” candle was created to challenge wellness industry taboos and embrace humor and body positivity. It’s a product that goes beyond scent, aiming to spark conversation and offer a bold twist on self-care.

Q2: Why did Goop file a trademark for “This Smells Like My Vagina”?

Due to its viral success, Goop filed a trademark to protect the candle’s distinctive name from being diluted by imitators. The trademark allows Goop to retain exclusive rights to this provocative branding.

Q3: How did competitors respond to Goop’s candle?

Competitors quickly released parody products with similar names, such as “This Smells Like My Penis.” These copycats used humor to ride the wave of Goop’s success, creating a legal and branding challenge for Goop.

Q4: What are some legal challenges in trademarking such a name?

Trademarking a name with provocative or body-related language faces challenges, such as proving distinctiveness and handling potential parody defenses. Goop had to navigate these obstacles to secure exclusive rights to the candle’s name.

Q5: Why is Goop’s candle significant to the wellness industry?

Goop’s candle is an example of how wellness brands are pushing boundaries, blending humor, empowerment, and self-expression. The product redefined wellness marketing and paved the way for more daring and culturally relevant branding.

Q6: What does this trademark case mean for other brands?

If Goop maintains exclusive rights, it could encourage other brands to register provocative terms. It also highlights how important trademark protection is for brands hoping to keep ownership over their unique branding.